IDEAS home Printed from https://ideas.repec.org/a/ids/ijbisy/v37y2021i1p45-62.html
   My bibliography  Save this article

Mobile word of mouth in mobile messaging applications: an exploration of its antecedents and consequences

Author

Listed:
  • Ismail Erkan
  • Fulya Acikgoz
  • Abdulaziz Elwalda
  • Mushfiqur Rahman
  • Nisa Akin

Abstract

The emergence of mobile communication has resulted in many messaging applications (e.g., WhatsApp, Line, Telegram, Viber). Such applications enable consumers to make brand related conversations; this process being called mobile word of mouth (m-WOM). Yet, both consumers and mobile message application providers are not fully conversant with the antecedents and consequences of m-WOM. Therefore, the purpose of this research is to explore both the antecedents and consequences of m-WOM in mobile messaging applications. With this aim, we have developed a theoretical framework of m-WOM by applying information credibility, trust, and attitude, which were considered to be the most robust components, to understand consumer behaviours. In this study, an online survey of 385 respondents was conducted by using structural equation modelling (SEM). The theoretical model developed in this study enables a deeper understanding of m-WOM for future research purposes.

Suggested Citation

  • Ismail Erkan & Fulya Acikgoz & Abdulaziz Elwalda & Mushfiqur Rahman & Nisa Akin, 2021. "Mobile word of mouth in mobile messaging applications: an exploration of its antecedents and consequences," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 37(1), pages 45-62.
    • Handle: RePEc:ids:ijbisy:v:37:y:2021:i:1:p:45-62
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=115066
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbisy:v:37:y:2021:i:1:p:45-62. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=172 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.